Step 2.29: Anchor text
Basic Concepts | Off-Page SEO Components | Backlinks
Direct Ranking Factor: Very Strong
Anchor text can be optimised for keywords and as such allow the link to provide both relevance and authority to your site.
The anchor text of a link is the text that is used within the link. For example, click here, is a link and the anchor text is ‘click here’.
If the anchor text contains the target keyword of the page that it links to, this will strongly increase the relevance of the link and help to improve rankings for that keyword.
- Anchor text should be varied
50% of the anchor text (across all backlinks) should not target any keyword (use brand name)
Anchor Text Ratios
The usage of keywords within anchor text, as opposed to branded anchor text or miscellaneous text like ‘click here’ or ‘more info’, is hugely important. We analyse this by looking at the ratio of keyword rich anchor text to non-keyword rich anchor text.
Typically, this is expressed as a percentage, for example:
In a backlink profile of 100 link, 30 of them use keyword rich anchor text:
30/100 = 0.3
= 30% of your anchor text is keyword rich.
Dangers of Anchor Text
Ideally, keyword rich anchor text ratios should be kept under 50% and that 50% should be a mix of keywords (not just one keyword).
Having an ‘over-optimised’ keyword rich anchor text, can look very unnatural to Google. This can, and often does, result in a penalty from Google.